Perspective - Cracking the code: insight-driven and value-based marketing meets the new social customer

In 2023, marketing trends were significantly shaped by the evolving social media landscape and changes in content consumption. Social media emerged as a key platform for brand discovery, especially among younger demographics. The rise of the creator economy led to brands partnering with creators to co-create authentic brand narratives, with user-generated content becoming more popular than scripted content. The consumerisation of AI, particularly generative AI, was another significant development, with its application across various industries and functions.

Looking forward to 2024, marketing is expected to continue its transformation, driven by technology and changing consumer preferences. Value-based marketing is predicted to rise, with consumers increasingly drawn to brands that embody values like sustainability, social responsibility, and inclusivity. Influencer marketing is set to broaden its scope beyond lifestyle and fashion, while data-driven marketing is expected to transform into insight-driven marketing, with AI playing a crucial role in turning data into meaningful insights.

Key takeaways:

In 2023, social media has become a significant platform for brand discovery, with 1 in 3 Australians using social networks for brand research.
Brands are increasingly partnering with creators to co-create brand narratives, with user-generated content being preferred over scripted and highly-branded content.
The consumerisation of AI, particularly generative AI, has been a significant development in 2023, with its mass application across industries and functions.
Looking ahead to 2024, trends include a rise in value-based marketing, a broadening world of influencer marketing, and a transformation from data-driven marketing to insight-driven marketing.

Perspective - Cracking the code: insight-driven and value-based marketing meets the new social customer - AdNews

Key takeaways:

Comments (0)

Newsletter